New Delhi, News24 Bureau, Nov 17: Who can forget Lalitaji of the 90s who makes a point while saying, 'Surf ki kharidari mein hi samajhdari hai, or the common man chatning Humara Bajja like a national tagline? Well the brain behind these classical ads, Alyque Padamsee, noted ad guru and theatre personality is no more. Padamsee died in Mumbai today. He was 90.Padamsee was best known for his role as Muhammad Ali Jinnah in 1982 historical drama "Gandhi". He is also credited for building advertising agency Lintas into one of the top agencies in the country.He was the brain behind several iconic Indian ad campaigns including Lalitaji for Surf, the Liril girl, Cherry Charlie for Cherry Blossom Shoe Polish, Hamara Bajaj and the MRF muscle man.Padamsee was married three times, and all with famous women, but could not settle well any of the three marriages. His wives were Pearl Padamsee, Dolly Thakore and Sharon Prabhakar.
His children Shazahn Padamsee, Raell Padamsee, Quasar Padamsee are famous in their respective fields.He received the Padma Shri in 2000 and was named "Advertising Man of the Century" by The Advertising Club in Mumbai.Padamsees close friends and colleagues have been reacting to his death on Twitter:Kunal Vijaykar wrote on Twitter, "He was a man, take him for all in all, I shall not look upon his like again. Hamlet, Act 1 scene 2. We will all miss you @alyquepadamsee RIP ALYQUE !! condolences.